Brand Management and Marketing Communications

Integrated within the Summer School Lisbon 2014 project, this programme aims to explore the brand management and marketing communications fundamentals with a strong practical focus. The programme backs up the theory with an extensive scrutiny of contemporary cases, across a variety of sectors and geographies.

Course leader

Programme Director: Professor António Robalo Summer Schools Coordinator: Ana Raquel Ferreira

Target group

Any student at bachelor or master level.

Course aim

At the end of the course students should be able to:

- Understand brand fundamentals, brand management scope and identify characteristics of leading brands;

- Understand and develop brand strategy elements, co-ordinated with business strategy;

- Understand how to co-ordinate brand strategy with brand expression, marketing communications, applications development and implementation.